Affinia 50, an Artistic, Residential Hub Just Right for the Modern Professional
Business Meets Leisure in Midtown at the Newly Redesigned Affinia 50 Hotel
NEW YORK - October 9, 2013 - Affinia 50, located in the heart of New York City's sophisticated Midtown neighborhood (on 50th Street at Lexington Avenue), is currently undergoing a top-to-bottom renovation that is scheduled for completion in November 2013. The renovation encompasses the entire Midtown Manhattan boutique hotel: all guest rooms and suites, as well as all public spaces, including the lobby, popular second floor Club Room and corridors. The hotel has remained fully operational during the renovation process.
Affinia 50's $18 - $20 million transformation pays homage to its surroundings, capturing the energy and evolution of the neighborhood and incorporating all the comforts of home. The boutique hotel's overall design will offer more of an open layout, created to reflect a chic, city-smart space where guests can balance business with leisure. This will be the first renovation for the property in ten years.
As part of the new overall direction for the NYC hotel, Affinia 50 will look to forge outside partnerships to enhance the guest experience. Recently, Affinia 50 launched a collaboration with FreshDirect, offering guests ready-to-make meals delivered to the hotel, and NakedWines.com, an online community that supports independent winemakers, to host the hotel's nightly wine hour.
Re-imagined by celebrated architect Nobutaka Ashihara and international interior design firm Dawson Design Associates, the property's approachable yet modern environment will be achieved through textures, rich woods and classic lines - all of which underlies the Affinia 50 boutique hotel experience.
“The new Affinia 50 will be a space where guests can enjoy facilities and hotel amenities designed for the well-seasoned traveler - whether in town for business or pleasure,” said Brian Gehlich, Affinia 50's general manager. “The completely renovated property includes curated elements that evoke a sense of familiarity, chic, modern and locally inspired in its design. We want the hotel to be a welcome haven for guests to feel right at home.”
Stepping away from the frenetic Midtown energy, guests will immediately feel at ease upon entering the NYC boutique hotel. The lobby will feature a city-chic color palate of black, grey, white and pops of red juxtaposed against the welcoming tones of statement furniture created by rich woods.
To further enhance the feeling of “being at home,” Dawson Design Associates has worked to curate a collection of artwork, all in varying mediums, by local New York artists. The property will showcase the work of Montserrat Daubon and Pedro Villalta (sculpture and painting), Lindsey Wilner (street inspired abstract art), David Smith (blown glass), John Platt (paintings) and Wayne Takenaka (photography). The collection is designed to evoke the sense of being in a familiar place, such as a friend's living room.
Guestrooms
Affinia 50 will have 251 beautifully redesigned NYC hotel guest rooms, 41 of which have been added during the renovation, including 100 rooms with kitchens and 19 with private terraces with Manhattan skyline views. The oversized guest rooms are approachable and carefully designed with flexibility to meet the needs and requirements for all guests - whether for the business or leisure traveler. Guest rooms offer wireless high-speed Internet, cable TV with web browser, in-room safe (laptop compatible), dry cleaning / laundry services, signature Affinia Beds, choice of Affinia Dream Pillows and bath amenities by Comfort Zone, the exclusive Italian skincare line.
The Midtown Manhattan hotel's new design creates a space for guests to feel as though they are staying in a stylized city apartment complete with cozy touches such as book ends and throw pillows as well as thought-provoking, New York City-based photography, and carefully selected artwork in each room.
Club Room
The redesign of Affinia 50's ever-popular Club Room will incorporate striking new access through the lobby by way of a sweeping, stainless steel-and-stone staircase. The space - exclusive to guests for socializing, relaxing, or taking advantage of complimentary Wi-Fi - will be adorned in gleaming hard woods and lush carpets. Several distinct sections make the living room-like space ideal for small groups to gather for a Manhattan private reception event. Guests enjoying getting together by the fireplace in the Club Room's Den, can enjoy a glass of wine from hotel partner NakedWines.com during nightly Affinia 50 hosted wine hours (5:00p.m.-6:00p.m.), or with a cup of hot tea or coffee, served all day. The Club Room can accommodate intimate gatherings or corporate meetings from 15 - 20 people.
Affinia 50 is a residential hotel in the heart of Midtown Manhattan conveniently located next to Grand Central, Radio City Music Hall, Rockefeller Center and the United Nations. With new architecture and design in its common spaces, guest rooms, and suites, the result will be artfully residential. Its atmosphere—featuring a collection of local artists' paintings, sculptures, and photos—will capture the energy of Midtown and the spirit of Manhattan. Following a complete renovation, the property is comprised of 251 newly redesigned rooms, 100 with kitchens and 19 with terraces, which offer a uniquely residential feel. Each room includes wireless high-speed Internet, cable TV with web browser, signature Affinia Bed, choice of Affinia Dream Pillows as well as Comfort Zone bath amenities. Affinia 50 is owned and operated by Denihan Hospitality Group, a nationally-recognized, 50-year old independent owner and operator of boutique hotels with a portfolio that includes The James and Affinia brands, in addition to a number of luxury and independent properties, including The Surrey and The Benjamin in New York City. For more information, visit: www.affinia.com
About Dawson Design Associates, Inc.
Established in 1987 by Andrea Dawson Sheehan, Dawson Design Associates is a Seattle-based, full service design firm specializing in renovations, repositionings and new construction in the hospitality industry. DDA's mission is to design hotels that are recognized for their creative and distinctive styles and proven by their success and profitability. The firm is consistently ranked amongst the top design firms in the world and maintains a constantly growing list of awards and international press, including such awards as “Best New Business Hotels in the World 2013” by CNNMoney and “World's Best Places to Stay” by Conde Naste Traveler's Gold List 2013, which featured 3 DDA designed hotels. DDA carries this impeccable reputation and their long term relationships within the industry with them into the EMEA market with the recent addition of their London Studio. www.dawsondesignassociates.com
Marriott International, Inc. (NASDAQ: MAR) is a global leading lodging company based in Bethesda,Maryland, USA, with more than 4,200 properties in 80 countries and territories. Marriott International reported revenues of nearly $14 billion in fiscal year 2014. The company operates and franchises hotels and licenses vacation ownership resorts under 19 brands, including: The Ritz-Carlton®, BVlgari®, EDITION®, JW Marriott®, Autograph Collection® Hotels, Renaissance® Hotels, Marriott Hotels®, Delta Hotels and Resorts®, Marriott Executive Apartments®, Marriott Vacation Club®, Gaylord Hotels®, AC Hotels by Marriott®, Courtyard®, Residence Inn®, SpringHill Suites®, Fairfield Inn & Suites®, TownePlace Suites®, Protea Hotels® and MoxyHotels®. Marriott has been consistently recognized as a top employer and for its superior business ethics. The company also manages the award-winning guest loyalty program, Marriott Rewards® and The Ritz-Carlton Rewards® program, which together surpass 50 million members. For more information or reservations, please visit our website at 
